There is no stopping “American Sniper,” as the film took the top spot in the Friday box office for the third week in a row. The Clint Eastwood-directed war drama pulled in another $10 million and is expected to reign the entire Super Bowl weekend with an estimated take of $35 million to $40 million.

The adaptation of Chris Kyle’s autobiography of the same name cost Warner Bros. and Village Roadshow about $58 million to make. It follows the story of Kyle (Bradley Cooper), a Navy SEAL known as the most lethal sniper in American history. Since its wide release three weeks ago, the film has grossed over $227 million.

With its six Oscar nominations, including for best picture, the film has generated much interest and controversy from both critics and audiences. The movie received a 73% positive rating from critic site Rotten Tomatoes and an A-plus grade from audience polling firm CinemaScore.

In second place, Paramount’s “Project Almanac” led all new releases with $3.2 million. The film, which cost $12 million to make, was produced by Michael Bay, Andrew Form and Brad Fuller. It follows a high school student (Jonny Weston) and his friends after they uncover blueprints for a time travel device.

"Black or White," released by Relativity Studios, came in third with $2.3 million in its debut weekend. Actor Kevin Costner financed the film, which tells the story of a grandfather (Costner) who is left to care for his granddaughter. Octavia Spencer and Anthony Mackie costar in the film, written and directed by Mike Bender ("Reign Over Me").